YSL Beauté will launch the third installment of its L’Homme Yves Saint Laurent men’s fragrance trilogy this fall in an effort to reach a younger audience while striking a synergy with the first two scents.
The original L’Homme was introduced in 2006 and it was followed in 2009 by its darker alter ego, La Nuit de L’Homme. Now comes L’Homme Libre, which will live up to its name with a TV commercial, starring Benjamin Millepied, a French-born principal dancer of the New York City Ballet, who choreographed “Black Swan” and appeared in the movie. He is also actress Natalie Portman’s fiancé. The 30-second TV spot shows Millepied dancing in the streets of SoHo in line with the fragrance’s free spirited positioning. The commercial will be broadcast in Europe in September and then in the U.S. in October and also will be beamed across the Internet to catch the eye of younger consumers.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)